So, given the nature of the new “connected” consumer (
see previous post), how can marketers best help clients achieve their goals?
First, “understand what a client is trying to accomplish,” says Paul Isakson, director of strategy at Colle+McVoy. Once that’s crystal clear, marketers had better have a good bead on
the consumers they’re trying to reach. It’s about “designing strategies based on their behavior,” according to Isakson. As for measuring return on investment, well,
that’s not so easy, Isakson admits. Marketers are dealing with clients who are trying to put dollar values on Facebook and Twitter interactions, he says. “It’s difficult,” and
everyone’s still busy trying to collect data, and figure it all out.